2023-11-11 21:30:16
The 400 asses
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By allusion to the number 1, the 11th of the eleventh month of the year is in China Singles’ Day but above all the pretext for huge sales on online sales sites… “Single Day” has become the promotional operation the most lucrative business in the world.
In China, it is the biggest shopping day in the world, bigger than Cyber Monday and Black Friday combined. Single Day was originally just a holiday dedicated to singles. It was created in response to Valentine’s Day, around 1993, by a group of students from Nanjing, under the name guānggùn jié, or “festival of dry branches”, that is to say boys alone.
Initially, these were just obscure student evenings, but from 2009 they took on the appearance of a major cultural phenomenon, that of an orgy of purchases whose pace accelerates each year. It all started during a brainstorming meeting: a team from the Alibaba commercial platform was looking for a way to “motivate” consumers. This involves setting a date for the fall sales, a season that is not very conducive to purchases. One of the team members nibbles a Mikado, a biscuit in the shape of a small stick coated in chocolate (a Pocky), which suggests the idea of a dry branch. Inspired, the Alibaba team decided to launch a targeted campaign for November 11: “Even if you don’t have a boyfriend or girlfriend, you can at least go shopping like crazy.” The slogan hits the mark. In his book Our wild hearts (Arkh,
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